Toland salutes home with new rugs

Decorative flag manufacturer Toland recently added 3' x 5' area rugs to its product mix, representing the first of the company's upcoming efforts to expand into more home textiles categories.

Toland, which originated as a flag manufacturer 25 years ago, added kitchen comfort mats to its line in January 1996.

Now, Toland is looking to build on the soft as well as hard goods home categories.

"Home seems to be a good category, based on all the people buying new homes and fixing them up these days and spending more time at home entertaining rather than going out," Jim Jacobs, director of marketing, told Home Textiles Today. "There's a big market out there for home goods, and we want to make sure we keep providing products for it in more and more categories."

Jacobs said details about future home textiles category additions to Toland's lineup are still under development but are expected to be announced throughout the next year.

The area rugs, currently available only in the 3' x 5' size, are made of 100 percent polyester in a needle-punch technology and feature a waffle-rubber non-slip back.

Toland's new area rugs are available in 30 styles, most of which feature licensed designs by various artists. None of the rugs currently coordinate with any of Toland's flags or comfort mats, but Jacobs said the goal is to eventually match up some of the products across categories.

All the rugs are manufactured by Toland at its headquarters here, where the company also produces all of its flags and comfort mats.

Retail price points are set at $50, with the line catering to independent gift, specialty and home décor stores, said Jacobs, the latter representing a new customer for Toland.

To help promote its new area rugs, Toland has created a special compact display rack that holds nine rugs, rolled and standing upright, with signage describing the product quality.

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See the May 2017 issue of Home & Textiles Today. In this issue, we discuss our annual Market Basket survey, which finds higher prices and more polyester at leading retailers. See details!